What is lead scoring? Lead scoring is the umbrella term for a range of models that attempt to provide a quantitative way to identify and categorize leads based on their likelihood of converting to a sale. Lead scoring usually contains the same basic building blocks: first the marketing or sales team comes up with a […]

As the CMO of a startup, I had many tools at my disposal to measure and analyze my digital marketing. However I was also spending money on above the line marketing and communications such as PR, events and social media. I knew in my gut that these efforts were driving growth, but I didn’t have […]

In a recent conversation with an entrepreneurship professor here at HBS, we got into a discussion about how business school students often lack the operational and technical skills needed to be a successful founder. He asked for my thoughts on the 20 operational skills I thought were most useful to a founder and I came […]

As an app’s user base grows, it’s likely the developer will start to consider localizing the app; that is they will consider translating the app and user experience into a new language to grow in another country or local. There are numerous articles and guides written about the process of localizing an app for another […]

While a wealth of analytics tools gives us increasingly detailed views into how users navigate through our systems, services and apps, there’s no metric that tells you how your users were feeling at the time. In fact many of the terms that we measure for technology services, such as bounce rate, retention and number of […]